Starting today, Burger King, owned by Restaurant Brands International of Ontario, Canada, is advertising their 15-cent chicken nugget promotion, reviving their battle with McDonald’s over the ever popular fast food item.
Burger King is offering a box of 10 chicken nuggets for $1.49, a more reasonable amount and price than the McDonald’s deal of 50 nuggets for $9.99 and chicken nugget lovers will tell you that 15 cents a piece is cheaper than 20 cents each. The bottom line is that both companies are after the foot traffic and sales.
According to CNBC, when this very same “war by chicken nuggets” was launched on October 7, 2014, Burger King used the same tactic they are using today, undercutting the price of the McDonald’s chicken nugget in a bid to drive more traffic to their doors.
With Super Bowl party-planning on many people’s minds, both companies are relying heavily on their chicken nugget promotions to pull people away from chicken wings, giving consumers a less messy way to eat their chicken. The Consumerist is telling people to check with their local franchises, though because they have the option of not participating in the promotion.
“They’re competing aggressively with McDonald’s, and they’re doing it as a very low price to draw people in,” Darren Tristano, the executive vice president of the Chicago-based research firm Technomic Inc. told Bloomberg. “The goal is to steal share from the other burger brands around them.”
How this latest fast food war will affect overall sales with Oak Brook, Illinois-based McDonald’s is still up in the air. For the past seven months, sales have been falling at McDonald’s 14,000 U.S. restaurants. Additionally, as reported in Digital Journal on Dec. 8, McDonald’s global sales had dropped 2.2 percent.